By  on January 10, 2012

MILAN — Valentino, which will make its men’s runway debut today at Pitti Uomo, has joined forces with Italian e-tailer Yoox Group for a special project called “Reserve From the Runway.” A selection of Valentino apparel and accessories from the fall men’s collection, designed by Maria Grazia Chiuri and Pierpaolo Piccioli, will be made available and exclusively reserved on Yoox virtual multibrand store Thecorner.com starting on Thursday.

“This is about service for a sophisticated customer,” said Federico Marchetti, founder and chief executive officer of Yoox. “Home delivery of Valentino’s fall men’s collection will take place even before the line hits the stores. It’s a sign of how a storied company values and grants a privilege to customers on the Internet.” Merchandise will be delivered in mid-June to those who reserve the line on Thecorner.com.

“Reserve From the Runway” will also available on the iPad. This project further consolidates the e-tailer’s long-standing partnership with Pitti Immagine, as Thecorner.com dedicates a special area to the exhibition’s guest designers every season.

Marchetti also said Valentino will start selling its men’s line on Thecorner.com in February. Yoox has been operating the brand’s online site since 2008, and last year extended the contract with Valentino for another five years. “We have a fantastic relationship and the business is faring very well,” said Marchetti.

Yoox, which is publicly listed on the Milan Stock Exchange, operates online stores for brands such as Giorgio Armani, Marni, Roberto Cavalli and Pucci.

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